They days of feeling like you’re crammed in a chicken coop for the sake of a cheap flight deal are on the wane. Happiness is now an important factor when deciding on how to travel, according to new research.

The World Travel Market Global Trends Report found that the ‘happiness factor’ is now as important as price.

Customers are demanding more comfort and added value to their travel bookings in order to increase their ‘happiness score’. The US is leading the trend, but Brits are heading it up in Europe as customers seek a higher score.

Customers can set their own happiness criteria by adding importance to services and products such as wi-fi, entertainment, earplugs, leg room and meals.

The Report also suggests that Smart phones and tablets will be a key tool for customer service in the travel sector within the next five years. Budget carriers will also need to offer more ‘frills’ in order to stay competitive and increase their customers’ happiness scores.